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Commercial Insights

BusinessLink A to Z: How Crown powers its commercial customersBy Doug Newcomb

Shopping for, purchasing and servicing a vehicle can be time consuming for anyone. But for commercial vehicle customers, this process is even more important since their business literally rides on their buying decisions.

They can't afford downtime during or after a sale. That's why Crown Dodge offers BusinessLink, a program geared toward commercial customers that not only provides special purchasing incentives and services for local businesses both big and small, but also ongoing benefits to Ram Commercial truck and van buyers.

Crown's BusinessLink program starts by understanding and anticipating the unique needs of business owners. This means having a large and varied inventory of commercial vehicles available. "When it comes to business customers, a lot of time these vehicles are their tools," said Willy Ellis, Commercial Truck Manager for Crown, with more than 20 years of experience at the dealership. "If they need to buy a new vehicle, they need something right away. So having a large inventory of commercial vehicles and being able to service their needs right away is key."

While having an inventory of commercial trucks and vans helps business owners, ensuring that these vehicles are ready to go to work is also crucial. "Many of the vehicles on hand are equipped with service bodies so that, say, contractors can go to work right away," Ellis said. "It can sometimes take up to 12 weeks to have a vehicle custom equipped to a commercial customer's specs. But they need it right away. So it definitely helps them when we can stay a step ahead and be prepared to meet their needs with a vehicle we have on hand."

But it's more than just having the right trucks and vans in stock. It's also anticipating customers' specific requirements. "From my experience I try to get to know each customer's needs and which vehicle is right for them," Willy said. "It's important to have at least one of each vehicle package in stock, whether that's a flatbed, a utility box, or a welder's box. And if they need something specialized, we have a network of customizers we can send them to."

A customer-friendly buying experience

After a customer selects a vehicle, BusinessLink makes the purchase more cost effective and streamlines the buying process. The program offers exclusive rebates and Ram's On-The-Job incentives on specific commercial vehicles.

Willy said that he and his team realize that for commercial vehicle customers "time is money," and time spent off the job can be money lost. "So I'll go to their office to get the paperwork signed or anything I can do to make the process easier," he said.

Crown is also uniquely equipped to provide great support after a sale. For example, BusinessLink offers two years of free maintenance, but Crown goes a step further. "With BusinessLink customers, we also have them get to know the service department and give them VIP service," Ellis said. "If their vehicle is in the shop, they get priority and a rental vehicle if they need to get back to work."

Willy pointed out that commercial vehicles sometimes require special stalls that can accommodate larger rigs or the right hoist. "And larger trucks sometimes need special tools," he said. "Some dealerships don't have that capability since they're not as in tune to business needs. We definitely go the extra mile."

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